All organisations have consumers who ultimately seek, purchase, evaluate, use and dispose of products and services that they expect will satisfy their personal needs. This course provides the foundation for understanding the motivations and behaviours influencing customers, which is an essential pre-requisite to the development of effective Marketing and Corporate strategy. In the context of a decision making model, this course will explore the internal, external and situational influences driving the what, where, when, why and how of Consumer Behaviour.

Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers' professional competencies:

2. Customer experience